Microsoft Ads agency and Bing Ads management
Microsoft Ads and Bing Ads reach extra search demand, often at lower cost, that most accounts either ignore or copy across from Google and forget. We run it in its own right, with its own budgets, audiences and reporting, alongside your paid search programme.
£160M+ in ad spend managedOn Google
On Bing, Edge and Copilot
The same buyer searches on both engines. Most of your competitors only bid on one of them.
Two things usually happen with Microsoft Advertising: it is left switched off, or a Google import runs once and is never touched again. Both leave money on the table. Microsoft reaches a meaningfully different audience and competition is often thinner, so for accounts already on Google Ads it is some of the most efficient incremental search demand available, particularly for B2B.
Management continues after launch. We review the Bing Ads search terms, UET conversion setup, LinkedIn profile targeting, Shopping feed parity, negative keywords and budget split, then report Microsoft separately so it can be judged on the demand it adds.
Microsoft Ads vs Google Ads
Microsoft Advertising is not a smaller Google Ads. The auctions, audience and targeting controls are different, and the accounts that perform treat it as its own channel with its own budget, negatives and reporting. This is how the two platforms compare on the decisions that affect spend.
Search volume
Google: The majority of UK search demand. Most accounts start here for a reason.
Microsoft: A smaller share, but it includes searches from Windows, Edge and Copilot that never reach Google.
Auction pressure
Google: Crowded auctions in most commercial categories, with CPCs bid up accordingly.
Microsoft: Fewer advertisers competing for the same queries, so clicks in many categories cost less.
Audience profile
Google: Everyone. Precision comes from query intent and audience layering.
Microsoft: Skews to desktop, workplace and older, higher-income users, which suits B2B and considered purchases.
B2B targeting
Google: No professional-profile targeting in search.
Microsoft: LinkedIn profile targeting: bid or target by company, industry and job function, because Microsoft owns LinkedIn.
Conversion tracking
Google: Google tag or GTM, enhanced conversions, offline conversion imports.
Microsoft: The UET tag with its own conversion goals, enhanced conversions and offline imports. It needs its own setup, not an assumption that the Google tags cover it.
Automation maturity
Google: Smart Bidding is battle-tested but needs volume to learn.
Microsoft: The same bid strategies exist, but lower volume means longer learning windows and more need for human judgement.
The practical consequence: an account that mirrors its Google settings onto Microsoft leaves the cheaper clicks and the B2B targeting on the table. We manage the two side by side, with Google Ads management and Microsoft each judged on the incremental demand they add.
LinkedIn profile targeting
Microsoft owns LinkedIn, and Microsoft Advertising is the only search platform that can use LinkedIn profile data in the auction. Search and Audience campaigns can target or bid-adjust by the searcher's company, industry and job function. For B2B accounts this changes the economics of generic keywords: instead of paying the same for every click, budget concentrates on the people who can actually buy.
Qualified clicks on generic queries
A query like "expense management software" is searched by students, employees and finance directors alike. Profile bid adjustments mean the finance director click is bid for harder than the student click, on the same keyword.
Account-based marketing in search
Sales teams running named-account motions can mirror the target list into search bids, so the paid channel reinforces the accounts the business already wants.
Bidding on lead quality
When CRM data shows which industries and functions convert to pipeline, those segments get the budget. Combined with offline conversion imports, bidding learns from closed deals rather than form fills.
Running LinkedIn campaigns as well? Profile targeting in search pairs naturally with paid social on LinkedIn, where the same audience definitions drive demand generation rather than capture.
Three profile dimensions in the auction
Bid up when the searcher works at one of the companies on your target list, or suppress competitors researching your pricing.
Weight spend toward the industries your sales team actually closes, instead of paying the same for every click on a generic B2B query.
Separate finance, IT, operations and HR searchers on the same keyword, and pay more only for the functions that sign off purchases.
Available on search and Performance Max campaigns as targets or bid adjustments.
Importing Google Ads campaigns into Microsoft Ads
Microsoft's import tool copies a Google Ads account across in an afternoon and reports success on everything. Most agencies stop there. A senior review grades the same rows differently.
Campaigns and ad groups
CopiedKeywords and match types
CopiedResponsive search ads
CopiedNegative keyword lists
CopiedConversion tracking
CopiedRemarketing audiences
CopiedBid strategy
CopiedBudgets
CopiedSitelinks and image assets
CopiedNo issues reported. Most accounts stop at this screen, which is why so many imported Microsoft accounts underperform.
Import, then repair
Run the import for the structure, then fix what it cannot carry: UET goals, audiences, budgets and mismapped assets.
Read the differences
Microsoft search terms, devices and auction prices diverge from Google immediately. Negatives and bids follow the Microsoft data.
Its own channel
LinkedIn profile targeting, Audience Network decisions and budget weighting set from Microsoft evidence, reported separately.
Microsoft Ads conversion tracking and the UET tag
Microsoft Advertising measures nothing through your Google tags. It needs its own UET tag, its own conversion goals and its own imports. Accounts that skip this step end up judging Microsoft on clicks, concluding it does not work, and switching off a channel that was producing cheaper conversions than Google.
We set up and audit UET to the same standard as our PPC conversion tracking work on Google: real values, deduplicated goals and offline imports where revenue closes off-site.
UET tag coverage
The Universal Event Tracking tag fires on every page, not just the ones the Google tag happened to cover.
Conversion goals mirror reality
Goals match the Google Ads conversion actions in definition and value, so the two channels can be compared honestly.
Enhanced conversions
Hashed first-party data recovers conversions browsers no longer report, with consent handled properly.
Offline conversion imports
Leads that close in the CRM days later are imported back, so bidding learns from revenue rather than form fills.
Deduplication
One sale is counted once. Duplicate goals inflate reported performance and mislead Smart Bidding.
Microsoft Shopping, Audience Network and Copilot ads
Microsoft Shopping and feeds
Microsoft Merchant Center runs from the same product data as Google, so a well-managed feed earns a second, cheaper Shopping channel almost for free. We keep the feeds in parity, watch for Microsoft-specific disapprovals, and run Microsoft Shopping and Performance Max where the account has the volume to support them.
Google Shopping managementThe Audience Network, managed with exclusions
Native placements across MSN, Outlook and partner sites can add cheap volume or absorb budget, depending entirely on how they are managed. We run the Audience Network with explicit placement exclusions, separate bids and its own performance bar, and switch it off where it does not pay.
Programmatic advertisingCopilot with human oversight
Microsoft is moving ads into Copilot and AI-generated answers, and Copilot tooling now sits inside the ads platform itself. We use it to speed up asset production and diagnostics, while structure, budget and bidding decisions stay with a named specialist who is accountable for the account.
AI marketing servicesMicrosoft Ads and Bing Ads management scope
- Microsoft Advertising and Bing Ads setup
- Google Ads import review and divergence plan
- Own budgets, bids, audiences and negatives
- LinkedIn profile targeting by company, industry, role
- B2B lead quality review and offline conversion import checks
- Microsoft Audience Network management
- UET tag and conversion parity with Google
- Microsoft Shopping and feed coordination
- Copilot-assisted assets, human-led strategy
- Reporting kept separate from Google
Go deeper
Related services & tools
Common questions
What teams ask about microsoft ads before they hand over an account.
Turn Microsoft Ads into a measurable search channel
Get a free senior review of your Microsoft Advertising account, or a view of the Bing demand you are missing if you are not running it yet, from a Google Premier Partner managing £160M+ in ad spend across search.
- Where budget produced no profitable return in the last 90 days
- Whether your conversion tracking and values are reliable
- How much of your performance is genuinely incremental vs demand you already had
- Which campaigns are worth more budget and which to cut
“A useful PPC review should make the next decision obvious: what to cut, what to protect, and what is worth more investment.”
Fraser Smith, Chief Strategy Officer, reviews every submissionFree senior PPC review
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